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So far we’ve grabbed the reader’s attention with a powerful headline. We’ve drawn their interest into the message with compelling stories. We’ve substantiated our story with some solid evidence, luring their desire with emotions or logical data. So guess what this is all leading up to? See, all the emotional hooks and logical proof are…

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Some people will buy based on emotion, other people on logic. The first two parts of AIDA - Attention and Interest - appeal mostly to emotion. Data (or Desire) is the place for logic. Up until now, you made your case in emotional terms. That's exactly what you're supposed to do. Now, you need to…

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Have you heard of AIDA? It's an acronym that stands for Attention Interest Data (or Desire) Action For today, we'll focus on the first item - Attention. You know how they say you shouldn't judge a book by its cover? Funny thing about that. The late Dan Poynter, author of The Self-Publishing Manual, famously reminded…

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It’s far easier, and much more cost-effective, to keep the customers you have rather than trying to attract new ones. It’s also much more profitable. In other words, fix your leaky bucket rather than constantly add more water. Selling more goods and services to customers you already know (and who know you) is far easier…

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In our previous installment, we discussed how marketing to get new customers can be expensive and time-consuming. How can you compete? How can you get customers into your business? Well, here's something that's worked for me. Despite the rise of the Internet, direct mail advertising is still not only viable, it is incredibly effective. Just…

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Most entrepreneurs spend a lot of time, energy, and resources on customer acquisition. Any entrepreneur will tell you that time, energy, and resources are the three most valuable commodities. They are also three of the most expensive and difficult marketing commodities to sustain. I am an eager and continuous student of marketing and business. You’ve…

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Pause. Ponder. As a Dream Business entrepreneur, or someone who's on their way to becoming one, Small Business Saturday should be an exciting moment. Make small businesses competitive in the marketplace, strongly bonded with their audience and customers and equipped to take on the big-box stores - a great goal. Are you there yet? What's…

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